How to give people something to do
Square Enix should make doing content ACTUALLY rewarding. For example:
Clearing the last boss of savage should allow people to go to 8/9 on the wondrous tails book and still be able to shuffle, allowing them to roll for a gold certificate easier.
Extreme mounts that are not available for totems should move 100% faster than every other mount, until they become available on the vendor.
Lastly, people who clear a current expansion ultimate receive a priority ticket for bidding on a house. Allow them to take up 3-8 slots every time they bid, or something like that. Maybe even make a ward that only ultimate clearers can bid in. A ward dedicated entirely to gamers! How cool would it be to just hang out with your ultimate bros? Finally housing wards would have a real community, instead of never even seeing your neighbors, because your neighbors actually play the game. Maybe even make it unique from other cities, and create a hangout spot in the very middle where we can show off our ultimate weapons.
That would give people something to do, and encourage people to dip their toes into content that they are so scared of. Entirely optional, too, so you are not required to clear ultimates. It's just beneficial if you do.
That is all. o7